Academic research on clothing and laundry practices
Research funded by Australian Wool Innovation Limited (AWI) and the Research Council of Norway, based on a quantitative wardrobe survey and qualitative laundry diary data from the UK, China, Germany, Japan, and the USA. A total of 1111 individuals participated in the survey (213 from the UK), with further 30 individuals from each country completing an online diary on their laundry activities over a 4-week period in 2018. Questions about wardrobe content and usage practices were explored, focusing specifically on possession lifespan, number of wears, occasions, acquisition, and disposal methods, as well as laundering practices. The research findings indicate the benefits of focusing future environmental work on consumer habits and culture and not only technologies, as the largest potential for environmental improvement exists in reducing laundering frequency and in the selection of eco-washing and drying processes across all countries examined.